“Michael Jordan, the man, will never be duplicated”: Jasmine Jordan Focuses on Growing $5 Billion Brand With A Secret Technique

Jasmine Jordan is Michael Jordan’s daughter, so naturally, she embodies the hardworking spirit of her dad. Growing up in a household that prioritized work ethic, she knew exactly who to become. The weight of the Jordan name might weigh heavy on her shoulders but what can she do apart from carrying it?

And Jasmine is one to carry with grace. As a part of the Jordan Brand’s recruitment team, it is her job to identify athletes who could potentially represent the brand. And she has to do it correctly.

In an interview with Forbes, Jasmine revealed that according to everyone in the brand, they are now well aware of current athletes not knowing of Michael Jordan’s game. And hence there is a possibility of current athletes losing touch with MJ’s brilliance.

In order to combat this issue, the Jordan brand plans to expand into the WNBA and pick up athletes that represent the brand in a holistic manner.

Also read: 6′ 8″ Jayson Tatum Rocks a Kobe Bryant x Michael Jordan ‘Custom Jacket’ Before Facing NBA’s Best

Jasmine Jordan’s approach to growing the Jordan brand is holistic

So, her approach is simple. To find athletes that embody the brand’s core philosophy – work ethic. So far she has signed 13 WNBA athletes. And Jordan brand also took on Jess Sims, a Peloton instructor. A new approach for the brand.

Her idea is simple, to help women break through the barriers of the sport by giving them a platform through the Jordan brand. But to find the right people they have to embody MJ’s work ethic.

Jasmine says,

“At the end of the day, he’s retired, and we’re entering the phase where these kids have never seen him play. So now, bringing them into the Brand and bringing them into the family is even harder. We knew the day was going to come. We’re starting to see it more and more, and so having the right athletes authenticate us is a huge piece of it.”

“Michael Jordan, the man, will never be duplicated”, she says when talking about finding the right person. The outlook is clear but, what methods does she employ when searching for the right athlete?

Also read: Giannis Antetokounmpo, Since ‘The Ladder Incident’, has averaged 36 and Tied 7’2″ Kareem Abdul-Jabbar

Why values and virtues matter and her secret recruitment technique

One of the main things MJ was known for was his mental fortitude. He was unwavering when it came to winning. And before you think of the 6-0 stat line, remember that he didn’t win for the first 8 years of his NBA career.

Jasmine has a singular approach when it comes to finding the right athlete for the Brand. She notices how an athlete reacts after they have lost.

She checks social media activity, and their tenacity in the middle of losing games, and takes opinions from spectators who aren’t fans. Jasmine then gauges the player’s effectiveness when they win later on. And that is the secret of identifying a real winner.

Jasmine Jordan also plans to head the Jordan Brand one day. It is a branch that does $5 billion in sales each year, hence expectations are severely high. But she is Michael Jordan’s daughter and she will likely take the brand to new heights.

Also read: Having Worn a Wedding Dress in 1996, Dennis Rodman Started Setting the Stage for Russell Westbrook and Lil Nas X Since the 90s